Google has remained true to form - it has paused its intricate strategy to eliminate third-party cookies in the browser, with no definite timeline provided, aiming for a potential completion in 2025.
The move by Google to start phasing out third-party cookies within one percent of Chrome traffic triggered various reactions from ad industry players, prompting them to test alternative strategies while uncertainty loomed over Google's exact timeline.
As Google approaches the eventual elimination of cookies, advertisers are faced with complexities and instability in their advertising practices, as seen in other browsers like Safari and Firefox that had previously phased out cookies, causing concerns within the ad industry.
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